The faster you die, the better?

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5 cases showing the " counterintuitive " growth path This coincides with the theory of kinetic potential energy of swordsmanship. The underlying logic of kinetic energy brands is " more, faster, better, cheaper " , with " efficiency " at its core . They provide consumers with what they want faster, more accurately, and better. The sales of kinetic energy brands may start quickly, but it is difficult to grow steadily, especially when traffic becomes expensive. They start with traffic and are easily defeated by it. Most of the brands that are trapped by traffic nowadays are " kinetic brands " . It is easy to scale up in the dividend era, but it is difficult to make profits by burning money to subsidize traffic.



And profits are precisely the pain point for brands to survive in the long run. The key to potential brands is to create a sense of brand scarcity and value, thereby creating a brand premium. However, such brands phone database are generally small in size when they first start, and are prone to damage brand power after expanding in scale. Kinetic energy is not absolute, but can be transformed into each other. In fact, in the actual operation of a brand, it must be combined with kinetic energy. Just like Uniqlo, it is a brand with both kinetic energy and potential energy. If a kinetic energy brand wants to get rid of traffic anxiety, the key is to find a way to transform potential energy. In this regard, some brands have made successful attempts, such as Meijia Landou, Ulike , Kongke Instant Noodles, Telanis , Deyou, etc.


Brands use the media represented by “ Weibo, Weibo and Douyin ” to spread volume and plant topics online, and rely on life space media represented by Focus Media to expand influence and tap into brand growth offline. It should be emphasized that if the focus is only used to attract offline traffic, then only one-third of the value of this budget is used correctly . From these brand cases, we can see that the greater significance of building brand power through offline media is to gain " bargaining power " . The current traffic environment has entered the paid era, and has essentially returned to the logic of traditional media. Therefore, we will see more and more mature brands experiencing an explosion online.